From ReadWrite:
Although artificial intelligence does not replace human marketing teams, it does support employees in controlling campaigns or even in content marketing. In the future, AI could increasingly displace a popular means of expressing branding: emotions.
The AI threat is becoming a different game. Companies have decided to restructure a number of processes to protect against this perceived menace.
One change will be to localize marketing measures, even more, pushing to make the distribution of content production decentralized; accompanying this action by an organic reduction in personnel. Eventually, however, algorithms will replace only part of the marketing efforts.
Although the news about AI has far less impact than previously thought, AI will dramatically change marketing. A recent McKinsey study shows that regarding the various business functions in companies, there is the most significant potential of AI in marketing. It is believed that there will be close to $6 trillion in value-added potential. Interestingly, at present, there’s a minimal number of successful AI applications in marketing.
. . . .
Intelligent support allows AI to analyze competitors, audiences, and trends automatically. Marketers can use these insights to develop or adapt their strategy. These insights enrich decision-making processes with relevant information. The actual decision is not automated and depends on the operator’s choice.
. . . .
Artificial intelligence can gather over about 10,000 data points on the Web about companies or consumers. Besides this massive amount of data, AI can determine and profile new target groups via deep learning algorithms.
In the B2C area, for example, this can be implemented well with Facebook custom audiences. AI is also playing an increasingly important role in content marketing. Algorithms help to semantic conceptualize content. For example, the word-to-vec algorithm automatically forms content as vectors that formalize the actual content abstractly. This representation is much more potent than the typical index of content. On this basis, automatically similar or complementary content can be found on an analytical level.
Link to the rest at ReadWrite
I know of a furniture company that sold $10 million via AI last year. AI combs the web (mainly social media I assume) to find people on the cusp of buying furniture…then can qualify them demographically and choose to zap them a $1000 off $5000 coupon for a specific store, or whatever promo is decided upon. Quite powerful.
Sorry, but a search algorithm watching for keywords is not an ‘AI’ – even if it searches several parameters.
It’s more than that, I just laid out the basics. He has a call center of a half dozen employees adding the human touch to the AI-derived sales leads, for example.
I’m thinking of trying to see if they can help me sell books, the vendor is called Adgorithms and they can do much more than search keywords.
I do want whatever they’re smoking/taking when they dream up this stuff …
I’m forced to assume that to them ‘AI’ stands for ‘Algorithm Idiots’ because there’s no intelligence – artificial or otherwise to be found. (And enough buzzwords for at least two bingo cards! 😉 )
Ha! I was close. I found someone else saying:
“No error in calling it AI. Just make it ‘algorithmic inference’ instead and then we can keep on using our (already well-established) acronym.”